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published in The Journal of Electronic Commerce, Volume
11, Number 4
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We illustrate various design issues across 5 categories of user engagement:
motivation, visual work, intellectual work, memory work, and physical
work. These examples help visualize the "invisible problems"
that may be holding e-commerce back from its full potential (Schaffer,
1998).
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1. Target user types
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Define the "persona" for each user type, then fashion
a motivation plan
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Offer selected goals per persona...
- Stimulation
- Ego boosting
- Knowledge
- Enhanced social relations
- Practical solutions
- Rewards
- Avoidance of problems
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2. Consider adopting a theme to enhance user motivation
and understanding
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Make theme intrinsic to the site offering
(Postcards fit the map and travel theme)
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Avoid "paste-on" theme.
(What does a 1940's bus have to do with internet communication?)
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Avoid mixed themes
(Newspaper "page" and "boulevard" collide.)
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3. Ensure downloads are short (5-10 secs or less) even
under poor internet conditions
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When pressed for speed, avoid graphic images for text headers.
Use font instead.
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Ensure that any image map offers true value to user in exchange
for the download time
(Be suspicious when told to click for "fun & adventure")
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Reduce the number of colors to reduce size of the gif file.
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Try artistic filters such as solarization, sepia, line draw, duo-tones
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4. If international audience, avoid offensive images
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Avoid idioms, cultural stereotypes, and images of body parts
Get OKs from local authorities
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Use internationally recognized "world images"
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